Parenting in this technologically advancing world can be so challenging. There are so many advancements going around, meaning so much to try and filter for children. Digital content is one such part of our big fast world. Kids as young as two-years-old are navigating cellphones and get hooked to all sorts of very fascinating content on their parents’ devices, or even their own iPads.

It’s been well debated when it’s the right time to buy a child a cellphone. It’s a hot debate because devices feel like a must for the typical SA working parent that can’t entertain their little ones 24/7.

Digital content may be educational, but it is also for entertainment.

It is for me. I usually hand Tshimo a device at my busiest and hers as well. Those moments when I am unable to play and she is looking at me for entertainment.

This sees children hooked on, and watching their devices for hours on end, which then brings up hotter debates around screentime, and age-appropriate content.

This is why I am excited to introduce to you a device that cools down both arguments.

Yoto, an audio platform developed specifically for kids and the brand behind the critically acclaimed and award-winning Yoto Player, has landed in South Africa. The Yoto Player, a carefully connected screen-free, Bluetooth speaker box provides safe, educational entertainment for children and is now available across the country at selected Toys R Us stores, iStores and a branded store on Takealot, South Africa’s leading online store.

Yoto Player is designed to safely give children full control over their listening experience, by entertaining and educating them while reducing screen-time. Yoto Player is controlled using physical cards that are inserted into the Player which plays audio content – helping to reduce excessive screen-time, giving children access to entertaining content without removing the joy of using technology for fun, learning and imaginative play.

The Yoto smartphone app gives parents easy control of settings and content management. The app setup was also seamless.

The free-to-download app also contains a selection of free content available to all and allows families to link the audio to Bluetooth speakers, including in the car for on-the-go entertainment. Additionally, Yoto’s content cards have the ability to play content through the app by simply tapping the card to the back of a smartphone.

“We landed in the United States in June last year, and now our breakthrough into other regions and markets will further enable Yoto to globally service and inspire the next generation of creative, independent minds through audio,” said Ben Drury, CEO and co-founder of Yoto. “Every day we are inspired by children from all around the world, and with Yoto we can provide parents with peace of mind and children with access to a world of curated audio content.”

Yoto Player is available for purchase at a recommended retail price of R2499. The Yoto smartphone app is available to download for free on iOS or Android.